Why we're all on planet Pele

He is the player whose artistry epitomises the beautiful game, the poor Brazilian boy who became football's first global superstar, and the genius behind many of the most exquisite goals ever scored.

Planet Pele arrives in Britain this week as two new books, one priced at £1,600 a pop, a major photographic exhibition and a prestigious Guinness World Records award underline the enduring appeal of the man acknowledged as the best footballer in history.

Now 65, the three-times World Cup winner is preparing for a hectic week of interviews, book signings, receptions, autographs and accolades. Simon & Schuster has printed more than 100,000 hardback copies of his book, Pele: The Autobiography - a huge number for a sports star's book - because curiosity about his life extends far beyond football devotees. It is a story that involves a sometimes eventful private life, various financial scandals, sharply divided opinions in his homeland and a short-lived political career, as well as goals and glory.

With Pele due to conduct dozens of media interviews and appear at six book signings in cities in England and Ireland, his publishers are preparing for their busiest week of the year. The 300 tickets for the Manchester signing sold out in 45 minutes.

Digby Halsby, of Simon and Schuster, said: 'He didn't dive, he didn't foul people, he was a gentleman; he's the embodiment of everything you hope football can be.

'Given his humble beginnings and what he's achieved, he is the success story to end all success stories.'

His six days here will also stimulate interest in his other forthcoming authorised biography, Pele, which will sell for £1,600. It weighs in at 12kg, and contains 1,700 pictures and 300,000 words, and a section by Pele himself..

Only 2,500 copies, published by Gloria, are being produced. Each one will be autographed. The man born Edson Arantes do Nascimento, but nicknamed Pele at school, is the second sporting superstar after Muhammad Ali to have his life and times covered in such depth in such an expensive book.

Ovais Naqvi, Gloria's chief executive, said: 'Pele is like the Nelson Mandela of sport. Ali, Mandela and Pele are the three transcendent figures of the past 50 years. They have moved beyond their given fields and shaped the world. They are people whose emotional resonance with ordinary people is powerful because of what they have been through.'

During his stay Guinness World Records will present him with an award to mark his extraordinary goalscoring feats. The exact number is in dispute - they say 1,279 while his autobiography lists 1,283 in his 21-year career with Santos of Brazil and the now-defunct New York Cosmos - but no one doubts that he scored far, far more than any other professional player.

Read the second exclusive extract of Pele's autobiography in tomorrow's Guardian. The signed Pele is in a limited edition of 2,500 units and is available from Gloria Publishing at £1,600 at www.number10shirt.com

Three magical moments

29 June 1958, Brazil vs Sweden

In the World Cup final, 17-year-old Pele took a long pass on his thigh, hooked it over his head, turned and lashed the dropping ball past Sweden's goalkeeper.

17 June 1970, Brazil vs Uruguay

Dubbed the 'greatest goal never scored' - in the World Cup semi-final in Mexico Pele duped the goalkeeper Mazurkiewicz by leaving a cross from Brazil's left before gliding past him and retrieving the ball, which to many appeared physically impossible. Pele scuffed his shot narrowly wide of an empty net - but he was 40 yards from goal.

21 June 1970, Brazil vs Italy

Produced magnificent header to open scoring in the World Cup final and set up teammate Carlos Alberto to finish an exquisite four-man move for Brazil's final goal in 4-1 rout.